Every year around the middle of June, our grandfather would send a wooden crate of dusseri and chausa mangoes from Lucknow and every year we would throw a mango party!
It was a much awaited event in our social circle and we would have two sets of people joining in- early evening 5 pm onwards, our friends, and after 7.30 pm, their parents and more of my parents friends. When will the mangoes arrive, used to be the most frequent question June onwards. Each time someone asked, my father's chest would swell with filial pride and he would talk like a true Lucknawi about how authentic and genuine the mangoes from Lucknow are, and how the researchers were messing around with look alike hybrids etc etc. All true and very very disturbing to the generation who have inherited mango orchards (aam ke baagh) and who are selfishly aristocratic in their fetish for asli dusseri and asli chausa!
So the crate(there were no cartons or fresh fruit boxes, those days) would arrive by post and we would call up our father and wait for him to come home and pry open the wooden lid with a pair of pincers or screwdriver. The mangoes would be packed in real straw, not paper straw or moulded cases or styrene covers. The fragrance would be so heady, ripe mangoes and straw, and the entire house would start smelling! Then we would count because we had to be certain that the entire lot had reached us- there were stories about how wooden boxes with goodies could be opened en route and part contents could be taken away!It used to take at least 5-6 days for the mangoes to reach from Lucknow to Jabalpur.
The mangoes would be hot after their journey in the parcel van of the Mail train, and we would take them out with great reverence, grade them according to their extent of ripeness, and then start planning the party.
At the party, mangoes would be served with cream, and also ice cream. Our mother would cook up an entire spread of various kinds of chaat and sandwiches, chips and soft drinks would be ordered and the mango party would happen. The cutting of the mangoes was exclusively our fathers job; no one could cut fruit better than papa and he seemed to enjoy doing it.
Often, for a first time invitee, the mango party was intriguing. Every party has to have a reason- so they would think we are not telling them its someone's birthday. We would tell them that in our family, birthday parties are strictly not by invitation, but they would still come with a gift- maybe a box of chocolates! That would be our bonus, and my sister and me would keep discussing what was inside the wrapper till the party got over. My brother was too young to be involved- he used to be busy doing things like jumping from the verandah just because his girlfriend told him to (when he did this jumping, he was four and his girlfriend was seven- she promised him a rose if he jumped; and he jumped and landed on his face!)
So the mango party would happen and then we all would raise a toast to the next year- this was a party by invitation only!And an organized one at that! Right from the mangoes coming from Lucknow to the maid washing the dishes, it was all well planned and executed!
The good times!
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Wednesday, September 15, 2010
I never had a birthday party
I never had a birthday party- never an organized one- the kind one goes for, when a friend has a birthday. Book a venue, order a cake, send out invitations!
(yes, we had that way back when I was a kid and theme parties at clubs and hotels were possible... though we did not have a Pizza Hut or a Party station with all the pizzas and the gadgetry, but we could have the themes!and the good food)
So while most of my friends in school would look forward to their birthday party and think about where and how, I used to just sit around idly, for the pleasure would never be mine.
There is a very different reason for me or my siblings never having an organized birthday party. When I say 'organized', please note it will prolly be the most important clue to understanding how we actually celebrated our birthdays!
First of all, on why we never had an organized birthday party. Our parents were well off, they had a rocking social circle, they used to host many parties, dinners, card parties, the works, but never a birthday party. They had the uncanny feeling that it would bring us bad luck, even death. As was their nature and their habit of waxing exuberant with their emotions and their money, they told me they had thrown a lavish birthday party for their son, older than all of us, and he passed away soon after. Since then, as I was born, and after me, my sister and brother, they tried to stay off everything they had done for their first son. And we lived in the hollow of their palms till we grew up and if our parents had their way, they would still be holding our hand and leading us safely. A small scrape on my knee while playing basket ball would drive them into a tizzy! When on such occasions, I used to look into my father's eyes, I could see his fear of losing his precious daughter; and now I understand why- then, I was so young and so stupid, I used to mistake it for just orthodox possessiveness, you know.
So we grew up and while we learnt to socialize and circulate, and our parents learnt to let go and have faith in God, we still could not organize a birthday party. But, on our birthday we would wake up to delicious smells of baking and Indian cooking, which our parents would be doing for our friends who would come in unannounced later in the evening and stay back for our unorganized party. Those days, we used to remember dates and phone numbers- our memories were bigger and better then, and there were no digital diaries or mobile phones to store these or send out e cards or MMS.
So our friends would remember and troop in, dressed in party clothes and then we would ask them to stay and then the cake and the food would surpass any organized effort we could have made.
Often, friends we had not met for years would just remember and come by- and there always was cake and food for them too!
While we knew they all were coming, we pretended they were not invited, and while we got ready for them, we pretended we were not ready!
So we grew up, every birthday being an unorganized party, but a rocking one!AND DID WE LOVE IT!
(yes, we had that way back when I was a kid and theme parties at clubs and hotels were possible... though we did not have a Pizza Hut or a Party station with all the pizzas and the gadgetry, but we could have the themes!and the good food)
So while most of my friends in school would look forward to their birthday party and think about where and how, I used to just sit around idly, for the pleasure would never be mine.
There is a very different reason for me or my siblings never having an organized birthday party. When I say 'organized', please note it will prolly be the most important clue to understanding how we actually celebrated our birthdays!
First of all, on why we never had an organized birthday party. Our parents were well off, they had a rocking social circle, they used to host many parties, dinners, card parties, the works, but never a birthday party. They had the uncanny feeling that it would bring us bad luck, even death. As was their nature and their habit of waxing exuberant with their emotions and their money, they told me they had thrown a lavish birthday party for their son, older than all of us, and he passed away soon after. Since then, as I was born, and after me, my sister and brother, they tried to stay off everything they had done for their first son. And we lived in the hollow of their palms till we grew up and if our parents had their way, they would still be holding our hand and leading us safely. A small scrape on my knee while playing basket ball would drive them into a tizzy! When on such occasions, I used to look into my father's eyes, I could see his fear of losing his precious daughter; and now I understand why- then, I was so young and so stupid, I used to mistake it for just orthodox possessiveness, you know.
So we grew up and while we learnt to socialize and circulate, and our parents learnt to let go and have faith in God, we still could not organize a birthday party. But, on our birthday we would wake up to delicious smells of baking and Indian cooking, which our parents would be doing for our friends who would come in unannounced later in the evening and stay back for our unorganized party. Those days, we used to remember dates and phone numbers- our memories were bigger and better then, and there were no digital diaries or mobile phones to store these or send out e cards or MMS.
So our friends would remember and troop in, dressed in party clothes and then we would ask them to stay and then the cake and the food would surpass any organized effort we could have made.
Often, friends we had not met for years would just remember and come by- and there always was cake and food for them too!
While we knew they all were coming, we pretended they were not invited, and while we got ready for them, we pretended we were not ready!
So we grew up, every birthday being an unorganized party, but a rocking one!AND DID WE LOVE IT!
Monday, August 30, 2010
disclaimers
I am going to start this one with disclaimers... they usually come at the end,but I am covering myself amply! So read on!
All references are to an abstract entity- I am still finding out what! They have no relationship to anything I know....
Khelo? Jeeyo? Hey ho? I went across to the search engine to find out the meaning. And in the process also to connect with the esoteric lyrics; I am a commoner!
And there were people who said this is a chinese invasion. Others said they wanted the british raj back! Yet others said this is a class apart. And more said that they would rewrite history.... or did they say that this is history rewritten?
Tongue in cheek and finger on my lips, I just read- and tried to figure out what they are talking about, why they are talking about...
When I understand and am able to form my own opinion, I will come back- watch out sometime soon!
All references are to an abstract entity- I am still finding out what! They have no relationship to anything I know....
Khelo? Jeeyo? Hey ho? I went across to the search engine to find out the meaning. And in the process also to connect with the esoteric lyrics; I am a commoner!
And there were people who said this is a chinese invasion. Others said they wanted the british raj back! Yet others said this is a class apart. And more said that they would rewrite history.... or did they say that this is history rewritten?
Tongue in cheek and finger on my lips, I just read- and tried to figure out what they are talking about, why they are talking about...
When I understand and am able to form my own opinion, I will come back- watch out sometime soon!
Monday, August 23, 2010
the too late factor
All I am trying to say is, make a decision before its too late!
What could have been, 20 years ago, is actually very different when revisited and reviewed after 20 years. What you thought 20 years ago maybe very different from the way you think about 20 years ago, now.See the difference- you thought- you think- separated by 20 years of experience!
Along the way for those 20 years, there have been a number of impacts and influences that may have changed the way you think now - gestalt i think we call it in psychology, when an analysis or decision or impression is influenced by things which have happened around the decision maker or in the immediate environs....
So think forward more often than backward and do what you think is right at the moment with, at best a medium term view or bias- don't think too long term.... unless there is a mathematical exponent to the exercise.
Too much deliberation often leads to stagnation.You get pulled back by the past, and weighed down by the uncertainties of the future.And at times, it maybe too late!
Of course, you must learn to differentiate between the imperative and the non imperative and accordingly procrastinate a decision or review the past. For me, a career decision is imperative while buying clothes is often non imperative. It can be too late to decide on a career move, though it may never be too late to buy clothes....NO, this sounds flippant. I have different rules for the imperative and the non imperative, actually.
I think what I am trying to put forward here is that priortising the action is often the key to optimal action planning. Your career decision comes first, and buying clothes comes way below- they are two ends of the scale, I think. So do not be too late to make a decision about your career; clothes can wait!
Coming back to 'the too late factor', to sum it in one line, do not let any past experiences or future influences impact your decision in such a way and for so long that it becomes too late for the decision to be meaningful.
What could have been, 20 years ago, is actually very different when revisited and reviewed after 20 years. What you thought 20 years ago maybe very different from the way you think about 20 years ago, now.See the difference- you thought- you think- separated by 20 years of experience!
Along the way for those 20 years, there have been a number of impacts and influences that may have changed the way you think now - gestalt i think we call it in psychology, when an analysis or decision or impression is influenced by things which have happened around the decision maker or in the immediate environs....
So think forward more often than backward and do what you think is right at the moment with, at best a medium term view or bias- don't think too long term.... unless there is a mathematical exponent to the exercise.
Too much deliberation often leads to stagnation.You get pulled back by the past, and weighed down by the uncertainties of the future.And at times, it maybe too late!
Of course, you must learn to differentiate between the imperative and the non imperative and accordingly procrastinate a decision or review the past. For me, a career decision is imperative while buying clothes is often non imperative. It can be too late to decide on a career move, though it may never be too late to buy clothes....NO, this sounds flippant. I have different rules for the imperative and the non imperative, actually.
I think what I am trying to put forward here is that priortising the action is often the key to optimal action planning. Your career decision comes first, and buying clothes comes way below- they are two ends of the scale, I think. So do not be too late to make a decision about your career; clothes can wait!
Coming back to 'the too late factor', to sum it in one line, do not let any past experiences or future influences impact your decision in such a way and for so long that it becomes too late for the decision to be meaningful.
Friday, August 20, 2010
Go right each time!
This is not academic- nor am I trying to create a thumb rule. I am just talking through experience, which has taught me to think inwardly in order to convince myself before getting into any activity whatsoever.
The document relates to three kinds of marketing and communication tools
1. Events
2. Promos
3. Public Relations
It deals with the following must dos:
• Rationalize participation
• Clarify objective
• Select occasions
• Judge impact on the brand through the exercise
• Analyse what participation entails
• Examine cost benefit analysis
• Necessitate and work out accurate logistics
• Stress on perfect coordination with various participants/stakeholders, both internal and external
• Ensure post analysis right after
The post analysis forms the most important part of any activity - is it worth a repeat? What did we gain by it?
The entire set of guidelines is in the form of questions you ask yourself before taking a plunge- with some advantages and limitations whenever required - it is totally hands on, and covers from concept to execution.
There is one aspect that we constantly need to bear in mind while using these communication tools. They will never be used in isolation, or under ideal situations. Other things will also never remain the same- it is a dynamic situation.
So we must ensure that there is harmony, and cohesion- we must never stray from the broad objective for that period. We can certainly use more than one tool or all tools at a time.
EVENTS
• Rationalize participation
Is this what we really need at this time?
Does this address my target audience?
Is the timing right?
Does it conflict with any other activity I am doing?
Are my partners trustworthy- organisers and suppliers?
• Clarify objective
What am I trying to achieve with this event?
Am I looking at an event with mass appeal, or am I looking at niched TA?
Am I trying to build brand with this activity?
Either ways, am I confident that it is in line with my objective?
If I put myself in my customers’ shoes, do I think I will like the experience?
If no, then, what shall we do to make it appealing, and objective driven?
Can we talk to the organizers to modify it?
What kind of spend am I looking at?
• Select occasions / events which are identifiable with the brand
Does this event tie in with my brand personality?
Are my brand values reflected in this activity?
Who are the other participants?
How has competition responded to the proposal that the organizer may have presented to them?
Do I want to be seen with the other brands which are a part of this exercise?
If not, can I not wait for another more befitting event to come my way, or else, create one?
• Judge impact on the brand through the exercise
Will this impact my brand favourably?
With which other brands would I be rubbing shoulders?
Are they of good stature and reputation?
Are there any conflicting brands?
What status does my brand have in the event?
Am I being seen in the right forum?
What is it that is making my participation different from others?
• Analyse what participation entails
How much money would I be spending?
What am I getting in return?
Can I look at this as a PR opportunity?
Will I be able to mobilize internal resources for this activity- are they not tied up elsewhere?
Have I checked with other participating departments on their consent and help?
• Examine cost benefit analysis
Basis the money I am spending, am I getting the mileage?
What am I gaining- market share, revenues, acquisition, retention, visibility, image, brand salience, or what?
• Necessitate and work out accurate logistics
Have I detailed out every task in the process note and run it through all departments which will be taking part in this exercise?
Have I modified it according to their inputs?
Have I nominated the team leader and the team?
Am I working with an event agency?
If I am, have I seen and approved all communication material material for the event?
• Stress on perfect coordination with various participants/stakeholders, both internal and external
Have I taken approval for budgets and concept before going ahead?
Have I made my points amply clear to the organizers as well as to my team members?
Am I clear about the operational details and logistics? Have I closed all gaps?
Have I documented the details, and stated specific instructions?
Am I briefed on the progress by the team leader or first person responsible at predecided intervals?
• Post analysis
Did the event go off well?
How was the branding onsite?
How were the media releases?
Was it executed to perfection as per plan?
If not, what were the gaps?
Whom did the gaps impact?
Did our TA turn up?
Was it received well by the TA?
Was the event the talk of the town?
Coverage in news papers?
What can I recommend to make it better and more effective?
Can we do this sort of activity again?
ADVANTAGES
Events provide high brand visibility
They are capable of providing value plus to the existing service if handled well
They are a sought after tool for customer satisfaction, esp here in Gujarat.
LIMITATIONS
Impact of any event on TOMs is very shortlived
It is expensive, and requires massive logistics and coordination
It never translates into direct sales- always has an intangible impact
PROMOTIONS
• Rationalize participation
Is the market ready to accept a promotion?
Will it impact my bottomline favourably?
Is the market stable/unstable?
Will my promo stand out, or will it be lost in the clutter?
What is the nature of the promo I want to do?
What is our business objective?
Is the promo helping me realize the business objective?
• Clarify objective
What am I looking for- acquisition, retention, revenue growth through enhanced usage, or all?
What is the target category I am looking at? Customers ( what segment, i e youth, corporates, general, etc) / channel?
What is the percentage enhancement in revenues/user base that I hope to achieve through this promo?
• Select occasions
Is another partner with a similar target audience available for a tie up?
Or am I looking at a price driven promo?
How can we create a win win situation?
What is competition doing?
Can I create a ripple with a bang on idea, as against following the market trend?
Do I have the capacity to think out of the box?
Will the partners, beneficiaries be happy with this promo?
Will it induce them to buy, or be more loyal to us?
• Judge impact on the brand through the exercise
How will this promo help me in enhancing brand recall?
Will it tie in with my brand values- e g the good life?
• Analyse what participation entails
What kind of monies are available for this promo?
Can I run this promo on this money without cutting corners?
Are my partners reliable?
Have I worked out sound logistics ?
Is this exercise mutually beneficial- or is my partner twisting my arm?
• Examine cost benefit analysis
Basis the money I am spending, are my returns assured?
Is the investment of mandays justified?
• Necessitate and work out accurate logistics
Have I clearly defined content and activity, broken up into tasks?
Have I defined a team, and each member’s responsibility?
Have I got due approval from the heads?
Have I ensured feedback system so critical for the promo?
• Stress on perfect coordination with various participants/stakeholders, both internal and external
Have I taken approval for budgets and concept before going ahead?
Have I made my points amply clear to the organizers as well as to my team members?
Am I clear about the operational details and logistics? Have I closed all gaps?
Have I documented the details, and stated specific instructions?
Am I briefed on the progress by the team leader or first person responsible at predecided intervals?
• Post analysis right after
By how much did sales increase with the promo? Did we meet with our projections?
Was the execution glitch free?
Did we have the support of all participants?
Can we evaluate the feedback qualitatively?
Could we capture customer profiles in order to assess the quality of participation?
Did the market compare simultaneous promos from competitors?
Can we modify the promo to make it more effective?
Can we run a similar promo again?
ADVANTAGES
A well executed promo has the capacity to enhance sales substantially
It is a controlled exercise, and therefore execution can be optimized
LIMITATIONS
The prevalent trend of BOGOF (buy one get one free), freebies, etc has spoilt the market, exhorting customers to ask for more each time
Excessive promotions may cheapen the product
Also, promos with lesser brands may also position our product in the wrong perspective
Logistics need to be very clearly defined in order to make the promo successful
PUBLIC RELATIONS ( Essentially media outreach. Here, we deem media as important influencers)
• Rationalize participation
What is it that we can say to our stakeholders through a public relations exercise?
Will it impact my organisation’s image favourably?
Do I have a set of key messages for sharing with media?
Do they embody the business objectives, the core values, the desired positioning, the brand personality, attributes?
Will my key message stand out, or will it be lost in the clutter?
What is the kind of media I am looking for and why?(There are wire services, mainlines, business dailies, vernaculars, lifestyle media, corporate magazines, news magazines, periodicals, entertainment, fashion, technology journals in print media. There are similar segments in broadcast and electronic media too)
• Clarify objective
Why do I want a PR exercise?
Is it a major corporate announcement, a product launch, senior appointments, financial news, strategic alliances, an update, a CEO visit, what?
What is the target category of media I am looking at, corresponding with my needs?
What do I want to tell them? ( Each of the occasions demands a set of focused messages, with the common key messages’ thread running through in terms of core values, brand personality, desired positioning and customer orientation)
• Select occasions
Is it fair to have a press conference for this announcement?
Or will a media briefing of select journalists do?
Perhaps we can just get away with two or three good detailed interviews and a statewide/national press release to all others?
Or simply a press release?
What does my agency say?
Have they prepared a briefing dossier for the occasion
Is this news good for the public?
Will they receive it well?
What is it that will make them sit up and say wow!?
How can I build it up to make it more value loaded?
I have to deliver whatever is announced - is that possible?
• Judge impact on the brand through the exercise
How will this PR exercise help me in enhancing brand equity?
Will the readers respond with queries, interest in the announcement?
• Analyse what participation entails
Who will be the spokesperson?
How will we prepare him with statements and usable data?
What are the salient points that the spokesperson needs to know?
Are we doing a presentation to media?
Will we encourage a Q & A? On phone or e mail?
What is the PR Agency’s role?
• Examine cost benefit analysis
The monies involved are negligible except when we have a press conference
Is the PR Agency worth their retainer?
• Necessitate and work out accurate logistics
Have I clearly defined content and activity, broken up into tasks?
Have I defined a team, and each member’s responsibility?
Have I got due approval from the heads?
Have I briefed participating teams? (esp Customer Care who get a lot of calls whenever any announcements are made)
Have I ensured a coverage tracking system with the agency?
• Stress on perfect coordination with various participants/stakeholders, both internal and external
Have I taken approval for budgets before going ahead?
Have I briefed the PR Agency thoroughly?
Have I made my points amply clear to the agency and to my team members?
Am I clear about the operational details and logistics? Have I closed all gaps?
Have I documented the details, and stated specific instructions?
Am I briefed on the progress by the agency or first person responsible at predecided intervals?
• Post analysis right after
What was the coverage we received?
What media covered us?
Was it in line with the nature of the news we disseminated ?
How was the (KMD) key message delivery?
Have I created a spreadsheet to capture coverage details?
Has the agency proactively faxed me the coverage daily?
Has the agency followed up for staggered coverage?
Have I ultimately got a compiled dossier for records of the activity?
ADVANTAGES
Focussed messaging results in enhancing brand equity, building positive public opinion, and desired image building
Press release coverage should necessarily coincide with the advt campaign, to make the entire communication very effective
Editorial coverage serves as an endorsement which an advertisement can never do
Public Relations esp media relations touch the stakeholders directly, making the interaction more meaningful
Media are important influencers and can create positive hype when handled expertly
LIMITATIONS
Often, media tends to distort facts, create sensations- we need to be very careful about our media interaction
The media spokesperson in every organization needs to be clear and crisp, with all media interactions planned well in advance, and statements vetted internally before giving it to press
The entire exercise needs to be balanced, an overdose can be lethal( take the case of Microsoft where every small movement was reported because of their flamboyance, and public opinion impacted negatively)
STEPS FOR SUCCESSFUL EXECUTION OF AN IDEA
Generate idea
Discuss with carefully selected external partners / agency if any on the possibility- broach cautiously
Throw it open for internal discussion (mktg) through a preliminary concept note
Take inputs, refine, create detailed concept note with budgets
Talk internally with participating divisions, e g Technical, IT, Product, F & A, Customer Care, etc to check on possibility of system support, F & A intervention
Flesh out the concept, create detailed note for approval, complete with team, responsibilities, process, financial implications, timelines.
Seek approval of Department Heads
Assign responsibilities, update schedules, WIP meetings, create formats.
Proceed as per timelines, coordinate with each team member on progress
Keep participating partners in the loop
Complete execution
Create summary report
Create detailed report with analyses and recommendations
The document relates to three kinds of marketing and communication tools
1. Events
2. Promos
3. Public Relations
It deals with the following must dos:
• Rationalize participation
• Clarify objective
• Select occasions
• Judge impact on the brand through the exercise
• Analyse what participation entails
• Examine cost benefit analysis
• Necessitate and work out accurate logistics
• Stress on perfect coordination with various participants/stakeholders, both internal and external
• Ensure post analysis right after
The post analysis forms the most important part of any activity - is it worth a repeat? What did we gain by it?
The entire set of guidelines is in the form of questions you ask yourself before taking a plunge- with some advantages and limitations whenever required - it is totally hands on, and covers from concept to execution.
There is one aspect that we constantly need to bear in mind while using these communication tools. They will never be used in isolation, or under ideal situations. Other things will also never remain the same- it is a dynamic situation.
So we must ensure that there is harmony, and cohesion- we must never stray from the broad objective for that period. We can certainly use more than one tool or all tools at a time.
EVENTS
• Rationalize participation
Is this what we really need at this time?
Does this address my target audience?
Is the timing right?
Does it conflict with any other activity I am doing?
Are my partners trustworthy- organisers and suppliers?
• Clarify objective
What am I trying to achieve with this event?
Am I looking at an event with mass appeal, or am I looking at niched TA?
Am I trying to build brand with this activity?
Either ways, am I confident that it is in line with my objective?
If I put myself in my customers’ shoes, do I think I will like the experience?
If no, then, what shall we do to make it appealing, and objective driven?
Can we talk to the organizers to modify it?
What kind of spend am I looking at?
• Select occasions / events which are identifiable with the brand
Does this event tie in with my brand personality?
Are my brand values reflected in this activity?
Who are the other participants?
How has competition responded to the proposal that the organizer may have presented to them?
Do I want to be seen with the other brands which are a part of this exercise?
If not, can I not wait for another more befitting event to come my way, or else, create one?
• Judge impact on the brand through the exercise
Will this impact my brand favourably?
With which other brands would I be rubbing shoulders?
Are they of good stature and reputation?
Are there any conflicting brands?
What status does my brand have in the event?
Am I being seen in the right forum?
What is it that is making my participation different from others?
• Analyse what participation entails
How much money would I be spending?
What am I getting in return?
Can I look at this as a PR opportunity?
Will I be able to mobilize internal resources for this activity- are they not tied up elsewhere?
Have I checked with other participating departments on their consent and help?
• Examine cost benefit analysis
Basis the money I am spending, am I getting the mileage?
What am I gaining- market share, revenues, acquisition, retention, visibility, image, brand salience, or what?
• Necessitate and work out accurate logistics
Have I detailed out every task in the process note and run it through all departments which will be taking part in this exercise?
Have I modified it according to their inputs?
Have I nominated the team leader and the team?
Am I working with an event agency?
If I am, have I seen and approved all communication material material for the event?
• Stress on perfect coordination with various participants/stakeholders, both internal and external
Have I taken approval for budgets and concept before going ahead?
Have I made my points amply clear to the organizers as well as to my team members?
Am I clear about the operational details and logistics? Have I closed all gaps?
Have I documented the details, and stated specific instructions?
Am I briefed on the progress by the team leader or first person responsible at predecided intervals?
• Post analysis
Did the event go off well?
How was the branding onsite?
How were the media releases?
Was it executed to perfection as per plan?
If not, what were the gaps?
Whom did the gaps impact?
Did our TA turn up?
Was it received well by the TA?
Was the event the talk of the town?
Coverage in news papers?
What can I recommend to make it better and more effective?
Can we do this sort of activity again?
ADVANTAGES
Events provide high brand visibility
They are capable of providing value plus to the existing service if handled well
They are a sought after tool for customer satisfaction, esp here in Gujarat.
LIMITATIONS
Impact of any event on TOMs is very shortlived
It is expensive, and requires massive logistics and coordination
It never translates into direct sales- always has an intangible impact
PROMOTIONS
• Rationalize participation
Is the market ready to accept a promotion?
Will it impact my bottomline favourably?
Is the market stable/unstable?
Will my promo stand out, or will it be lost in the clutter?
What is the nature of the promo I want to do?
What is our business objective?
Is the promo helping me realize the business objective?
• Clarify objective
What am I looking for- acquisition, retention, revenue growth through enhanced usage, or all?
What is the target category I am looking at? Customers ( what segment, i e youth, corporates, general, etc) / channel?
What is the percentage enhancement in revenues/user base that I hope to achieve through this promo?
• Select occasions
Is another partner with a similar target audience available for a tie up?
Or am I looking at a price driven promo?
How can we create a win win situation?
What is competition doing?
Can I create a ripple with a bang on idea, as against following the market trend?
Do I have the capacity to think out of the box?
Will the partners, beneficiaries be happy with this promo?
Will it induce them to buy, or be more loyal to us?
• Judge impact on the brand through the exercise
How will this promo help me in enhancing brand recall?
Will it tie in with my brand values- e g the good life?
• Analyse what participation entails
What kind of monies are available for this promo?
Can I run this promo on this money without cutting corners?
Are my partners reliable?
Have I worked out sound logistics ?
Is this exercise mutually beneficial- or is my partner twisting my arm?
• Examine cost benefit analysis
Basis the money I am spending, are my returns assured?
Is the investment of mandays justified?
• Necessitate and work out accurate logistics
Have I clearly defined content and activity, broken up into tasks?
Have I defined a team, and each member’s responsibility?
Have I got due approval from the heads?
Have I ensured feedback system so critical for the promo?
• Stress on perfect coordination with various participants/stakeholders, both internal and external
Have I taken approval for budgets and concept before going ahead?
Have I made my points amply clear to the organizers as well as to my team members?
Am I clear about the operational details and logistics? Have I closed all gaps?
Have I documented the details, and stated specific instructions?
Am I briefed on the progress by the team leader or first person responsible at predecided intervals?
• Post analysis right after
By how much did sales increase with the promo? Did we meet with our projections?
Was the execution glitch free?
Did we have the support of all participants?
Can we evaluate the feedback qualitatively?
Could we capture customer profiles in order to assess the quality of participation?
Did the market compare simultaneous promos from competitors?
Can we modify the promo to make it more effective?
Can we run a similar promo again?
ADVANTAGES
A well executed promo has the capacity to enhance sales substantially
It is a controlled exercise, and therefore execution can be optimized
LIMITATIONS
The prevalent trend of BOGOF (buy one get one free), freebies, etc has spoilt the market, exhorting customers to ask for more each time
Excessive promotions may cheapen the product
Also, promos with lesser brands may also position our product in the wrong perspective
Logistics need to be very clearly defined in order to make the promo successful
PUBLIC RELATIONS ( Essentially media outreach. Here, we deem media as important influencers)
• Rationalize participation
What is it that we can say to our stakeholders through a public relations exercise?
Will it impact my organisation’s image favourably?
Do I have a set of key messages for sharing with media?
Do they embody the business objectives, the core values, the desired positioning, the brand personality, attributes?
Will my key message stand out, or will it be lost in the clutter?
What is the kind of media I am looking for and why?(There are wire services, mainlines, business dailies, vernaculars, lifestyle media, corporate magazines, news magazines, periodicals, entertainment, fashion, technology journals in print media. There are similar segments in broadcast and electronic media too)
• Clarify objective
Why do I want a PR exercise?
Is it a major corporate announcement, a product launch, senior appointments, financial news, strategic alliances, an update, a CEO visit, what?
What is the target category of media I am looking at, corresponding with my needs?
What do I want to tell them? ( Each of the occasions demands a set of focused messages, with the common key messages’ thread running through in terms of core values, brand personality, desired positioning and customer orientation)
• Select occasions
Is it fair to have a press conference for this announcement?
Or will a media briefing of select journalists do?
Perhaps we can just get away with two or three good detailed interviews and a statewide/national press release to all others?
Or simply a press release?
What does my agency say?
Have they prepared a briefing dossier for the occasion
Is this news good for the public?
Will they receive it well?
What is it that will make them sit up and say wow!?
How can I build it up to make it more value loaded?
I have to deliver whatever is announced - is that possible?
• Judge impact on the brand through the exercise
How will this PR exercise help me in enhancing brand equity?
Will the readers respond with queries, interest in the announcement?
• Analyse what participation entails
Who will be the spokesperson?
How will we prepare him with statements and usable data?
What are the salient points that the spokesperson needs to know?
Are we doing a presentation to media?
Will we encourage a Q & A? On phone or e mail?
What is the PR Agency’s role?
• Examine cost benefit analysis
The monies involved are negligible except when we have a press conference
Is the PR Agency worth their retainer?
• Necessitate and work out accurate logistics
Have I clearly defined content and activity, broken up into tasks?
Have I defined a team, and each member’s responsibility?
Have I got due approval from the heads?
Have I briefed participating teams? (esp Customer Care who get a lot of calls whenever any announcements are made)
Have I ensured a coverage tracking system with the agency?
• Stress on perfect coordination with various participants/stakeholders, both internal and external
Have I taken approval for budgets before going ahead?
Have I briefed the PR Agency thoroughly?
Have I made my points amply clear to the agency and to my team members?
Am I clear about the operational details and logistics? Have I closed all gaps?
Have I documented the details, and stated specific instructions?
Am I briefed on the progress by the agency or first person responsible at predecided intervals?
• Post analysis right after
What was the coverage we received?
What media covered us?
Was it in line with the nature of the news we disseminated ?
How was the (KMD) key message delivery?
Have I created a spreadsheet to capture coverage details?
Has the agency proactively faxed me the coverage daily?
Has the agency followed up for staggered coverage?
Have I ultimately got a compiled dossier for records of the activity?
ADVANTAGES
Focussed messaging results in enhancing brand equity, building positive public opinion, and desired image building
Press release coverage should necessarily coincide with the advt campaign, to make the entire communication very effective
Editorial coverage serves as an endorsement which an advertisement can never do
Public Relations esp media relations touch the stakeholders directly, making the interaction more meaningful
Media are important influencers and can create positive hype when handled expertly
LIMITATIONS
Often, media tends to distort facts, create sensations- we need to be very careful about our media interaction
The media spokesperson in every organization needs to be clear and crisp, with all media interactions planned well in advance, and statements vetted internally before giving it to press
The entire exercise needs to be balanced, an overdose can be lethal( take the case of Microsoft where every small movement was reported because of their flamboyance, and public opinion impacted negatively)
STEPS FOR SUCCESSFUL EXECUTION OF AN IDEA
Generate idea
Discuss with carefully selected external partners / agency if any on the possibility- broach cautiously
Throw it open for internal discussion (mktg) through a preliminary concept note
Take inputs, refine, create detailed concept note with budgets
Talk internally with participating divisions, e g Technical, IT, Product, F & A, Customer Care, etc to check on possibility of system support, F & A intervention
Flesh out the concept, create detailed note for approval, complete with team, responsibilities, process, financial implications, timelines.
Seek approval of Department Heads
Assign responsibilities, update schedules, WIP meetings, create formats.
Proceed as per timelines, coordinate with each team member on progress
Keep participating partners in the loop
Complete execution
Create summary report
Create detailed report with analyses and recommendations
Thursday, August 12, 2010
when i get lost!
Hey!
Guess what? we got lost in Bangkok today! and was not nervous.... you know what we did? just went round in a loop turning to the left each time we had to take a call, and returned to where we had started from- finally had to start all over again to reach the destination, but was worth it!
This has always been my mantra- i am quite used to getting lost, but this is how I recover my bearings each time. And the magic solution is not in knowing where to go- but in staying cool and enjoying the ride!
Guess what? we got lost in Bangkok today! and was not nervous.... you know what we did? just went round in a loop turning to the left each time we had to take a call, and returned to where we had started from- finally had to start all over again to reach the destination, but was worth it!
This has always been my mantra- i am quite used to getting lost, but this is how I recover my bearings each time. And the magic solution is not in knowing where to go- but in staying cool and enjoying the ride!
Wednesday, August 4, 2010
.........and there are dads
……… and then papa, there are dads,
But none like you…
As every wishful father would have his dear daughter say, for him.
But you are not wishful, not vain, not proud of what you have done for us.
But proud, so proud of what we have done for ourselves….just ourselves
Not even for you- for what have we done for you?
Could not even know that you were going? Never to return?
I had seen you walk down those very steps many times
And I was walking down with you then, and you were seeing me off!
You said good bye to me then? But did you stop me?
Did you ask me to see you off?
I had seen you drive out to work…
I had seen you shut the gate and go for a walk,
But never with the finality …..with which you went that day.
You did not even turn to give us a look! You did not move at all!
Papa,
Did you know it would hurt us, so you never told us?
Did you feel sad about leaving us?
Did you feel nothing while going? I wish you felt happy.
I hope you were happy, detaching yourself from this world so full of maya
Worthless maya, useless emotion
All wasted…. Where are you now?
Hope well …. And happy…..
We want you to be happy always. Always, papa.
We are the proudest children you can imagine
You are a celebration of fatherhood, absolute dedication, papa
And just now, when we see our mother- we see you in her.
Her strength- her bravery, are all your gifts to her.
In her, you live.
And we know you continue to be with her.
But papa, did you really have to go,
To make us realize how much we love you?
But none like you…
As every wishful father would have his dear daughter say, for him.
But you are not wishful, not vain, not proud of what you have done for us.
But proud, so proud of what we have done for ourselves….just ourselves
Not even for you- for what have we done for you?
Could not even know that you were going? Never to return?
I had seen you walk down those very steps many times
And I was walking down with you then, and you were seeing me off!
You said good bye to me then? But did you stop me?
Did you ask me to see you off?
I had seen you drive out to work…
I had seen you shut the gate and go for a walk,
But never with the finality …..with which you went that day.
You did not even turn to give us a look! You did not move at all!
Papa,
Did you know it would hurt us, so you never told us?
Did you feel sad about leaving us?
Did you feel nothing while going? I wish you felt happy.
I hope you were happy, detaching yourself from this world so full of maya
Worthless maya, useless emotion
All wasted…. Where are you now?
Hope well …. And happy…..
We want you to be happy always. Always, papa.
We are the proudest children you can imagine
You are a celebration of fatherhood, absolute dedication, papa
And just now, when we see our mother- we see you in her.
Her strength- her bravery, are all your gifts to her.
In her, you live.
And we know you continue to be with her.
But papa, did you really have to go,
To make us realize how much we love you?
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